One year inside Trump's monumental Facebook campaign

[swag]

https://www.theguardian.com/us-news/2020/jan/28/donald-trump-facebook-ad-campaign-2020-election

by Julia Carrie Wong in San Francisco
Wed 29 Jan 2020 01.00 EST Last modified on Fri 31 Jan 2020 00.45 EST

As the Democratic candidates for president spent 2019 battling each other in early voting states, Donald Trump’s re-election campaign built a sophisticated social media machine to communicate with conservative voters, grow its email list and fine-tune its messaging.

Over the course of 2019, the Trump campaign spent nearly $20m on more than 218,000 different Facebook ads, a new Guardian analysis shows. Among the ads were some of the images and videos that made front-page news for their xenophobic, fear-mongering, vitriolic and outright false rhetoric.

But the campaign also ran a decidedly mundane social media campaign featuring classic marketing ploys designed to harvest user data. Considering the fact that the campaign has run these ads – which are largely substance-free and appear designed to maximize engagement with simple requests – over and over again, they were probably very effective.


Trump’s prowess on Facebook has struck fear in the hearts of Democrats. The architect of his 2016 digital campaign, Brad Parscale, boasted of the sophistication of his Facebook operation, and was promoted to campaign manager for 2020. “The campaign is all about data collection,” Parscale told the Guardian. “If we touch you digitally, we want to know who you are and how you think and get you into our databases so that we can model off it and relearn and understand what’s happening.”

In order to understand how Trump is communicating with Americans on Facebook in the 2020 election cycle, the Guardian built a database of all 218,100 campaign ads launched by the Trump campaign in 2019, using the Facebook political ad archive application programming interface, or API. The analysis is the most comprehensive of the Trump re-election campaign’s Facebook advertising to date.

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[murielm99]

1. We have not had fear struck into our hearts.

We have anger and a will to win.